Triumph ends distribution of Valisère in Europe
While Valisère tried to make a fresh start in 2012, Triumph has now ended that ambition. The lingerie group based in Switzerland has just announced that it is ceasing all business activity of the brand in Europe, its primary market. Since 2012, Valisère has remarketed itself as high-end and sexy, but the repositioning has not proven satisfactory to its parent company.
Although remaining a part of Triumph for the moment, fall/winter 2014/2015 will be Valisère’s last European collection. Forty or so employees divided between its Swiss headquarters and French and German subsidiaries will be affected the discontinuation, while severance packages are yet to be stipulated.
At the same time, Triumph has decided to continue Valisère’s distribution in Asia, where the brand name is used for special Asian collections. Triumph justifies its decision in Europe, however, by pointing out that its eponymous brand Triumph Essence already occupies the high-end segment, and noting that the market for very sexy lingerie does not seem to be growing at a sufficient pace.
The Swiss group has adopted an overall cost-cutting policy. Besides its decision regarding Valisère, the company has also announced restructuring, particularly in the UK, where the company has up until now carried out logistics in partnership with a local distribution center. Now distribution operations will be carried out directly from Obernai, France.
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